How to Measure a Crowdfunding Campaign-Part 7

Google Analytics

The first step is to create a Google Analytics account. We will not be walking through this step. Search Google and you’ll find out how to get your “UA Tracking Code”.

There are two of the menu’s within Google Analytics that we’re going to pay most attention to. There are dozen’s of options and if you dig deep enough, you may find something of important to your campaign.

Where to Find: Login to your Google Analytics Account. We will be discussing the AUDIENCE and ACQUISITION menus.

AUDIENCE

Column 1 – VIEWS: The total number of page views. NOTE: If you have inserted your UA Tracking code in multiple places (Your Web Site, Campaign Web Page, YouTube Page, etc.), the number represents the total number of views in all locations.

Column 2 – USERS: This is the number of users visiting your web site(s), page(s).

Column 3 – PAGE VIEWS: The total number of page views for your web site(s), page(s).

Column 4 – PAGES PER SESSION:  The total number of pages viewed by each user visiting your web site(s), page(s).

Column 5 – SESSION TIME: The average amount of time a user spends on your web site(s), page(s).

Column 6 – BOUNCE RATE: The percentage of users to your web site(s), page(s) that quickly leave your your web site(s), page(s).

YELLOW ROW: Remember from Part 2 – this is the total activity for a single day.

What you are looking for: A regular increase in Sessions, Users and Page Views. More important are the Session Time and Bounce Rate. If your Session Time and Bounce Rate are decreasing, your message is not being read.

google analytics 1         how to find google analytics

ACQUISITION

You can spend hours reading the various demographic information about your visitors. While it is important to know their interest, sex and location, the ACQUISITION information really helps explain how your social media campaigns are connecting.

Column – 1 – DIRECT: This is the amount of users visiting your web site from a direct link.

Column 2- SOCIAL: This is the amount of users visiting your web site from social web site.

Column 3- ORGANIC SEARCH: This is the amount of users visiting your web site by using search engines.

Column 4- REFERRAL: The total users visiting your web site(s) or web page(s) that originate from another web site.

Column 5- EMAIL: The total users visiting your web site(s) or web page(s) that originate from an email campaign.

Click on any of these names in Google Analytics and you can see more detail.

Column 6- FACEBOOK: The total users visiting your web site(s) or web page(s) that originate from Facebook.

Column 7- TWITTER: The total users visiting your web site(s) or web page(s) that originate from Twitter.

Column 8- GOOGLE+: The total users visiting your web site(s) or web page(s) that originate from GOOGLE+.

Column 9- LINKEDIN: The total users visiting your web site(s) or web page(s) that originate from LinkedIn.

Column 10- REDIT: The total users visiting your web site(s) or web page(s) that originate from Redit.

how to read google analytics

What you are looking for: Understanding these metrics can answer a lot of questions. Basically where are your visitors coming from.

  • If you have a large PR campaign, you should see an increase in Direct and Referral traffic.
  • If you are doing large emails, your email traffic will increase.
  • Depending on your product or service, you may see traffic from various social media sites.
  • What ever you are doing that is generating the most traffic – KEEP DOING IT!

Part 1 – How to Measure Your Crowdfunding Campaign – Summary

Part 2- How to Measure the Campaign

Part 3 – How to Measure Facebook

Part 4 – How to Measure Twitter

Part 5- How to Measure YouTube

Part 6- How to Measure Google+

Part 7 – How to Measure Google Analytics